Industrial Zone 2.0: Design-zavod Flacon, Moscow
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Industrial Zone 2.0: Design-Zavod Flacon, Moscow Growing large investments and local projects David Barrie, 25 October 2009
We love things that are epic….
….but the theme of our everyday lives is increasingly nothing to do with objects but relationships…
We have created platforms for social interaction…
But what we see out of the window is important…
We prefer this…
…to this…
…this…
…to this…
How can we turn horror in to beauty? And how might we bring all of the energy and vitality of social interaction to bear upon the places that blight our everyday lives? Places like old factories…
My background is in the media, in producing TV programmes…
One of the essences of media production is to take the tiny and turn it in to an epic…
But it is the effective sequencing and evolution of a narrative that helps create a compelling, larger than life, memorable experience…
Since 1991, I have been creating projects that have generated ideas for or delivered new uses for public spaces…
What I’ve learnt is that there is a key value connection in the world of real estate and urban development….
Big project investment ⇄ Local project investment
In Cardiff, Wales, an investor responsible for a development valued at over £300m wants to deliver a mixed-use site that is culturally cutting edge…
But how to do that when the surrounding social and physical infrastructure is dilapidated…
And the ‘knowledge economy’, as evidenced by poor public internet facilities lacks investment and energy?
One answer is an initiative that I created and has just started that aims to integrate and augment online social media networking in the area…
Another answer is to run an open design ideas event, for everyone to contribute their ideas for the future. This is what we did last year.
What’s the value of this to the large real estate project? ‘Knowledge uplift’ Supply chains for local news/information for future tenants Basic skills training for future employees of IT tenants Cultivates thriving market of residential customers for area broadband suppliers leading to prospective commercial discounts • Making a market for local communications • Support the marketing of a knowledge economy • • • •
Here’s a second example, from Middlesbrough, NorthEast England…
A developer is bringing forward the development of a major docklands regeneration site…
His master plan, overseen by architect Will Alsop, includes using public spaces for growing food…
But the physical infrastructure of the existing city landscape is often barren…
And levels of health and lifestyle in the city isn’t healthy…
With an artist and a designer, I created, designed and delivered a process in the city that has now been run for three years in which people across the city grew food, learned how to cook it and celebrated the harvest in an epic event: a ‘town meal’
An architect was commissioned to draw a new landscape master plan for the town including where people grew food in our project, historically have grown food and other green spaces
In effect the capacity of the city to become a productive food landscape was established and confirmed in the popular imagination
What’s the value of this to the real estate developer? • Demonstrator for food growing in the city • Development of economies of scale for localised food production > economic argument for development of more growing spaces • Development of opportunity for shared management with local government of public spaces on site • Development of opportunity for local food offer by hotels and restaurants on site in future • Marketing emphasis upon well-being in the town > more favourable climate for investors
The value opportunity can happen in reverse. Local projects can enable new and growing investments too…
In this urban renewal project in Castleford, Yorkshire that I created in 2002, a specialist team, the local community and a big consortium of public and private agencies delivered a programme that revitalized 11 public spaces in the town…
The process started by creating a project office from a derelict, vacant retail unit….
It featured lots of opportunities for people to say what they liked and didn’t like about their town and how it might be improved…
The ‘top ten’ places that people wanted to see improve in the town became the subject of a design ideas competition…
And local people chose the ideas and designers they wanted to see happen in their town…
The capital development programme was supported by a huge number of micro art, culture, educational, social and economic projects…
Lol Coxhill in a skip Concept Simon Thackray. Produced by The Shed. Photo: Tony Bartholomew
And formal commissions of new work by international artists from Europe and Latin America…
Lol Coxhill in a skip Concept Simon Thackray. Produced by The Shed. Photo: Tony Bartholomew
Lol Coxhill in a skip Concept Simon Thackray. Produced by The Shed. Photo: Tony Bartholomew
Across six years, £14.5m of improvements of the town were implemented, with money sourced from over 20 different sources and work delivered by a partnership of over 11 public agencies…
The center piece of the project was a bridge that has won many prizes for its design…
•
What’s was the value of the initiative for real estate investment and values? A process that started with a grant of £100k has now leveraged
£250m of new private commercial/residential investment in the town • In other words, the local market over the next 10-15yrs is going to enjoy 2000+ more residents • Existing investors have seen the town marketed in over 20 countries > value uplift • The principal of risk-taking and design excellence in the town over time is likely to lead to greater confidence and native skills in self-organisation
This is about a more sustainable, effective investment return, as well as confidence-building, empowerment and an an uplift in the local skills economy. Finally, my latest project…
A team of us plan to take an empty retail unit in London and turn it in to a cooperatively owned and managed grocery store…
The project is modelled on the successful Park Slope Coop in Brooklyn, New York
Our objectives • Diversify local economy throughmutual enterprise • Establish principal of shared assets and resources and collective organization in the High Street • Develop the scalable use of vacant retail units • Integrate delivery of some local services • Innovate the hyper-local social, as well as financial economy • Create value uplift in adjacent premises
We’ve only just start the process of creating momentum for change to support the delivery of the project and its business plan…
This is our project slogan…
I hope that I have established for you the principle and value of investment in small projects and their value to large ones in our towns and cities
There is an interdependence here that is important
And also a story about how relationships between product, audience and investment plays out in the public realm
It fits in to a context of a larger change in the relationships between audiences and product, large and small, that’s instrumental to the Internet economy
Global snapshot • Watch video clips online 394m • Read blogs - 346m • Read personal blogs - 321m • Visit a friends social network page - 307m • Share a video clip - 303m
• • • • • •
Manage a profile on a social network - 272m Upload photos - 248m Download a video podcast 216m Start own blog - 184m Upload video clip - 183m Subscribe to a news feed 160m
An age of new narrative that relies critically upon word of mouth…
Product and value is no longer a one-way transaction…
And real estate investors can ill-afford to sit back and ignore the social, cultural and economic infrastructure of place, an attitude exemplified by the phrase…
There is a key connection between all of this and ideas now emerging - led by Cisco Systems in the U.S.A. - on ‘connected urban systems’…
Connected urban systems
Also with the development of ‘intelligent buildings’: structures that are not just electronically controlled internally but seamlessly connected to the outside world…
Connected real estate
Thank you!
David Barrie David Barrie & Associates http://en.wikipedia.org/wiki/David_Barrie Blog: http://davidbarrie.typepad.com Mail: [email protected]
We love things that are epic….
….but the theme of our everyday lives is increasingly nothing to do with objects but relationships…
We have created platforms for social interaction…
But what we see out of the window is important…
We prefer this…
…to this…
…this…
…to this…
How can we turn horror in to beauty? And how might we bring all of the energy and vitality of social interaction to bear upon the places that blight our everyday lives? Places like old factories…
My background is in the media, in producing TV programmes…
One of the essences of media production is to take the tiny and turn it in to an epic…
But it is the effective sequencing and evolution of a narrative that helps create a compelling, larger than life, memorable experience…
Since 1991, I have been creating projects that have generated ideas for or delivered new uses for public spaces…
What I’ve learnt is that there is a key value connection in the world of real estate and urban development….
Big project investment ⇄ Local project investment
In Cardiff, Wales, an investor responsible for a development valued at over £300m wants to deliver a mixed-use site that is culturally cutting edge…
But how to do that when the surrounding social and physical infrastructure is dilapidated…
And the ‘knowledge economy’, as evidenced by poor public internet facilities lacks investment and energy?
One answer is an initiative that I created and has just started that aims to integrate and augment online social media networking in the area…
Another answer is to run an open design ideas event, for everyone to contribute their ideas for the future. This is what we did last year.
What’s the value of this to the large real estate project? ‘Knowledge uplift’ Supply chains for local news/information for future tenants Basic skills training for future employees of IT tenants Cultivates thriving market of residential customers for area broadband suppliers leading to prospective commercial discounts • Making a market for local communications • Support the marketing of a knowledge economy • • • •
Here’s a second example, from Middlesbrough, NorthEast England…
A developer is bringing forward the development of a major docklands regeneration site…
His master plan, overseen by architect Will Alsop, includes using public spaces for growing food…
But the physical infrastructure of the existing city landscape is often barren…
And levels of health and lifestyle in the city isn’t healthy…
With an artist and a designer, I created, designed and delivered a process in the city that has now been run for three years in which people across the city grew food, learned how to cook it and celebrated the harvest in an epic event: a ‘town meal’
An architect was commissioned to draw a new landscape master plan for the town including where people grew food in our project, historically have grown food and other green spaces
In effect the capacity of the city to become a productive food landscape was established and confirmed in the popular imagination
What’s the value of this to the real estate developer? • Demonstrator for food growing in the city • Development of economies of scale for localised food production > economic argument for development of more growing spaces • Development of opportunity for shared management with local government of public spaces on site • Development of opportunity for local food offer by hotels and restaurants on site in future • Marketing emphasis upon well-being in the town > more favourable climate for investors
The value opportunity can happen in reverse. Local projects can enable new and growing investments too…
In this urban renewal project in Castleford, Yorkshire that I created in 2002, a specialist team, the local community and a big consortium of public and private agencies delivered a programme that revitalized 11 public spaces in the town…
The process started by creating a project office from a derelict, vacant retail unit….
It featured lots of opportunities for people to say what they liked and didn’t like about their town and how it might be improved…
The ‘top ten’ places that people wanted to see improve in the town became the subject of a design ideas competition…
And local people chose the ideas and designers they wanted to see happen in their town…
The capital development programme was supported by a huge number of micro art, culture, educational, social and economic projects…
Lol Coxhill in a skip Concept Simon Thackray. Produced by The Shed. Photo: Tony Bartholomew
And formal commissions of new work by international artists from Europe and Latin America…
Lol Coxhill in a skip Concept Simon Thackray. Produced by The Shed. Photo: Tony Bartholomew
Lol Coxhill in a skip Concept Simon Thackray. Produced by The Shed. Photo: Tony Bartholomew
Across six years, £14.5m of improvements of the town were implemented, with money sourced from over 20 different sources and work delivered by a partnership of over 11 public agencies…
The center piece of the project was a bridge that has won many prizes for its design…
•
What’s was the value of the initiative for real estate investment and values? A process that started with a grant of £100k has now leveraged
£250m of new private commercial/residential investment in the town • In other words, the local market over the next 10-15yrs is going to enjoy 2000+ more residents • Existing investors have seen the town marketed in over 20 countries > value uplift • The principal of risk-taking and design excellence in the town over time is likely to lead to greater confidence and native skills in self-organisation
This is about a more sustainable, effective investment return, as well as confidence-building, empowerment and an an uplift in the local skills economy. Finally, my latest project…
A team of us plan to take an empty retail unit in London and turn it in to a cooperatively owned and managed grocery store…
The project is modelled on the successful Park Slope Coop in Brooklyn, New York
Our objectives • Diversify local economy throughmutual enterprise • Establish principal of shared assets and resources and collective organization in the High Street • Develop the scalable use of vacant retail units • Integrate delivery of some local services • Innovate the hyper-local social, as well as financial economy • Create value uplift in adjacent premises
We’ve only just start the process of creating momentum for change to support the delivery of the project and its business plan…
This is our project slogan…
I hope that I have established for you the principle and value of investment in small projects and their value to large ones in our towns and cities
There is an interdependence here that is important
And also a story about how relationships between product, audience and investment plays out in the public realm
It fits in to a context of a larger change in the relationships between audiences and product, large and small, that’s instrumental to the Internet economy
Global snapshot • Watch video clips online 394m • Read blogs - 346m • Read personal blogs - 321m • Visit a friends social network page - 307m • Share a video clip - 303m
• • • • • •
Manage a profile on a social network - 272m Upload photos - 248m Download a video podcast 216m Start own blog - 184m Upload video clip - 183m Subscribe to a news feed 160m
An age of new narrative that relies critically upon word of mouth…
Product and value is no longer a one-way transaction…
And real estate investors can ill-afford to sit back and ignore the social, cultural and economic infrastructure of place, an attitude exemplified by the phrase…
There is a key connection between all of this and ideas now emerging - led by Cisco Systems in the U.S.A. - on ‘connected urban systems’…
Connected urban systems
Also with the development of ‘intelligent buildings’: structures that are not just electronically controlled internally but seamlessly connected to the outside world…
Connected real estate
Thank you!
David Barrie David Barrie & Associates http://en.wikipedia.org/wiki/David_Barrie Blog: http://davidbarrie.typepad.com Mail: [email protected]
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